Presentation1 b prelim data
- 1. MARKETING RESEARCH Preliminary Results Timeline
- 2. TimeLine RESEARCH OBJECTIVES A REVIEW DATA COLLECTION RESEARCH METHODS MARKET OVERVIEW THE PIE MARKET CAPITALIZATION OUR PIECE PROSPECT ANALYSIS THE REST NEXT STEPS WHERE ARE WE GOING? CONCLUSION
- 3. Research Objectives • How big is the pie? • How big is our piece? • What do we know about the rest of the pie? (ingredients)
- 4. DATA COLLECTION How was it done?
- 5. Our Data Collection Process 1 2 3 Data Gathering Data Cleaning Data Merging • “Secondary” Data • NAICS Identifiers • Export to Excel • 9000 Units • Removing of duplicates • Choice of Keys • MEMLINK • Removal of duplicates • Definition of Geo Area • Key Identifiers
- 6. MARKET OVERVIEW “The Pie”
- 7. GEO-Analysis. WHERE IS EVERYONE? East Kootenay 5.84% Kelowna 27.90% The Okanagan accounts for the majority of firms located in our region. Kamloops 22.98% Kamloops alone accounts for almost ¼ of the market within the specified territory. P Other enticton 4.98% 8.44% West Kootenay 10.68% Vernon 19.18%
- 8. Categorical Distribution Public Buyers • General contractors dominate Associate 1% 1% the market with 52% – High turnover rate Trade • Trade contractors accounting Contractor 23% for almost ¼ of firms meeting criteria – Differences between the two General Contractor will be interesting Professional 52% • Professionals firms account for 18% a surprising 18% of current market. Manufacturer /Supplier 5%
- 9. MARKET CAPITALIZATION “Our Piece”
- 10. Market Overview 602 members matching criteria Members 17% Non Members 83% 2878 prospects matching criteria We capture 17.3% of the total market
- 11. Our Members Who are they? Where are they? East Associate Associate - Penticton Kootenay 3% Public Buyers 5.48% 6.31% 6% General Kamloops Contractor 21.76% Trade 18% Contractor 49% Kelowna 44.19% Other 5.32% Manufacturer/ Supplier 19% Vernon 11.30% West Kootenay 5.65% Professional 5%
- 12. Member Category Distribution 300 250 200 150 100 50 0 Associate - General Manufacturer Trade Public Buyers Contractor /Supplier Contractor Associate Professional Grand Total Region East Kootenay 0 7 7 6 0 18 38 Region Kamloops 3 4 25 23 7 69 131 Region Other 4 0 6 11 1 10 32 Region West Kootenay 0 7 6 2 2 17 34 Region Vernon 2 9 12 9 3 33 68 Region Kelowna 6 6 48 58 19 129 266 Region Penticton 0 6 4 6 1 16 33
- 13. PROSPECT ANALYSIS The Rest
- 14. Geographical Overview (Prospects) East Kootenay 5.84% Kelowna 24.22% Kamloops 25% Penticton 9.10% Other Vernon West 12% 20.88% Kootenay 14%
- 15. Categorical Overview(Prospects) Associate - Public Buyers 0% Trade Contractor 18% Professional 21% General Contractor 59% Manufacturer/Sup plier 2%
- 16. Category vs. Location (Prospects) 350 300 250 200 East Kootenay 150 Kamloops 100 Other 50 West Kootenay 0 General Contractor Manufacturer/Suppli Professional Trade Contractor Vernon er East Kootenay 76 1 17 74 Kelowna Kamloops 236 15 115 307 Other Penticton 63 1 25 53 West Kootenay 116 3 88 128 Vernon 216 11 106 268 Kelowna 198 18 168 313 Penticton 86 4 62 110
- 17. Sales vs. Location(Prospects) 300 Sales Measured in Millions (per Annum) 250 200 150 East Kootenay 100 Kamloops 50 0 Kelowna F G A ( <0.5) B (0.5 C D E (10<X<20 (20<X<50 Other <X<1) (1<X<2.5) (2.5<X<5) (5<X<10) ) ) East Kootenay 56 65 43 4 Penticton Kamloops 214 243 168 35 10 3 Vernon Kelowna 234 255 164 35 9 Other 50 48 32 8 1 1 2 West Kootenay Penticton 78 113 59 10 2 Vernon 192 233 140 32 4 West Kootenay 130 123 67 11 3 1 • Sales data is a determinant of potential member fees • Kamloops has the highest frequency of firms with > 1 million in sales
- 18. Kamloops Region(Overview) • 2nd lowest (tied) for proportion of Associate 0% Associate - Public Buyers 1% Professional firms General Contractor • Very representative of 32% the current market (hyp) – Important for testing Trade Manufacturer/ Supplier new launches etc Contractor 5% 47% Professional 15%
- 19. Kamloops Region (Overview, cont) 0% 0% Company Size 0% Sales Volume 2% 2% 0% 0% A (1<X<4) 9% 5% B (5<X< 9) A ( <0.5) 32% B (0.5 <X<1) C (10 <X< 19) 25% C (1<X<2.5) 28% D (20 <X< 49) D (2.5<X<5) E (5<X<10) 61% E (50 <X< 99) F (10<X<20) F (100 <X< 249) G (20<X<50) 36% G (250 <X< 499) • ≈ 89% of companies in this region have <10 employees • 2nd highest proportion of companies with >$10 Million in sales – Very important for forecasting
- 20. Kamloops Region (Our Piece) Trade Contractor Professional Manufacturer/Supplier General Contractor Associate - Public Buyers Associate 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Associate - General Manufacturer/ Trade Associate Professional Public Buyers Contractor Supplier Contractor No 0 0 427 10 116 120 Yes 3 4 25 23 7 69 • Better representation among this regions trade contractors and manufacturers • Very little representation in this region’s 2nd largest group -GCs
- 21. NEXT STEPS What can we do with this data?
- 22. Modeling Member Behavior Develop Conduct Create Conduct Primary Direct Differentiated Indirect Materials Initiatives Materials Initiatives ASSESS Gather Gather Identify Secondary Primary Target Data Data
- 23. CONCLUSION “Thanks for Watching”
Editor's Notes
- #23: Identifying primary target marketFurther research via surveying Can formal be informalAssess correct marketing and product mixesDevelop and implement direct and indirect marketing initiatives